Title: Effect of YouTube unboxing videos on viewers' perceptions and subsequent behaviours

Authors: Li-Chen Yu; Chia-Lin Hsu; Ya-An Tsui

Addresses: School of Economics and Management, Jiaying University, No. 100, Meisong Road, Meijiang District, Meizhou City, Guangdong Province, 514015, China ' Department of Information Management, Fu Jen Catholic University, No. 510, Zhongzheng Rd., Xinzhuang Dist., New Taipei City 242062, Taiwan ' Department of International Business Administration, Chinese Culture University, 55, Hwa-Kang Road, Yang-Ming-Shan, Taipei 11114, Taiwan

Abstract: Because videos play a key role in online marketing today, this study explored the effect of online social media marketing, (i.e., entertainment, interactivity, trendiness, customisation, and word-of-mouth) on the perceived trust, perceived value, and sharing and purchase intentions of YouTube viewers. Data were collected through an online survey conducted through social media. The sample comprised 437 viewers who had watched unboxing videos on YouTube within the previous month. Structural equation modelling revealed that among the various effects of social media marketing on perceived trust, word-of-mouth had the strongest effect, followed by entertainment and trendiness. However, interactivity and customisation did not significantly influence perceived trust. When the perceived trust of viewers was higher, their perceived value increased, and they reported a greater willingness to share information and purchase the product. These findings have several implications for YouTubers and marketers that can inform their development of videos and product promotion strategies.

Keywords: social media marketing; perceived trust; perceived value; sharing intention; purchase intention.

DOI: 10.1504/IJEB.2025.143054

International Journal of Electronic Business, 2025 Vol.20 No.1, pp.50 - 74

Received: 16 Nov 2022
Accepted: 06 Dec 2023
Published online: 02 Dec 2024 *

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